The World Wide Web is one of the ground-breaking achievements of modern computer science. The core technology, so simple to use, allows billions of users to publish, share and consume information from all over the world. The addition of so-called Web services that enable the remote execution of applications delivered a new dimension of communication, in particular in B2B and EAI systems. The same counts for the recent achievements around the Semantic Web. In this paper we present our work towards a scalable semantic middleware that further enables the integration, communication and coordination of billions of autonomous, distributed and heterogeneous service providers and consumers. Such middleware is the fundamental building block for the realization of Web services and the Semantic Web in the true Web sense: scalable, open and very simple to use.